Havas Seminar
Cannes, June 23, 2005
The Gunn Report
2004
The Gunn Report
Combines the Winners Lists for the top 52
Award Shows on the planet (32 TV, 20 Print)
Establishes the Annual Worldwide League Tables for
TV/Cinema (50)
Production Cos (25)
Print (50)
Directors (25)
Countries (25)
Agencies (50)
Advertisers (25)
Agency Networks (20)
“Through our sponsorship of The Gunn
Report, P&G is sharing our belief in the
power of creative and applauds our peers
in the advertising industry who have
gained the recognition of the industry’s
most respected juries in advertising
festivals around the world.”
Jim Stengel,
Global Marketing Officer,
Procter & Gamble
“In these rapidly changing times, creative
that connects with the consumer is what
will set advertisers apart. Through
Donald’s passion and commitment for
creative advertising, The Gunn Report has
become the globally respected authority on
‘creative’ success.”
Jim Stengel
Gunn Report Highlights 2004
• UK scoops top-of-league both in
Commercials and in Print tables
• In Countries, balance of power shift from
Latin Bloc to Mainstream Europe
• Advertisers winner notches up 5th top place
in 6 years
Gunn Report Highlights 2004 cont.
• In Prod Cos table, second time winner with highest
points ever
• Winner from Asia in Directors table
• Winner from Latin America in Agencies table
• Incredible, cliffhanger finish Agency Networks –
each of top 3 more points v. any previous winner
Commercials
Some we’ll remember from 2004
The Most Awarded Commercials
in The World in 2004
1. Honda Accord “Cog”
GB
2. Sony Playstation 2 “Mountain”
GB
3. Soken DVD Player – campaign
Thailand
4= Unif Green Tea “Worms”
Thailand
Honda Civic “Everyday”/”Sense”
6. Evian “Waterboy”
GB
France
The Most Awarded Commercials
in The World in 2004
1. Honda Accord “Cog”
GB
2. Sony Playstation 2 “Mountain”
GB
3. Soken DVD Player – campaign
Thailand
4= Unif Green Tea “Worms”
Thailand
Honda Civic “Everyday”/”Sense”
6. Evian “Waterboy”
GB
France
Countries
The Most Awarded Countries
2004
TV
Print
TOTAL
7.
Thailand (7)
60
13
73
8.
Singapore (10)
10
61
71
9.
Spain (6)
38
24
62
10.
Canada (8)
39
17
56
The Most Awarded Countries
2004
TV
Print
TOTAL
1.
USA (1)
158
76
234
2.
Great Britain (2)
117
71
188
3.
France (3)
48
46
94
4.
Germany (9)
33
50
83
5=
Argentina (4)
50
31
81
Brazil (5)
46
35
81
Latin Bloc v. Mainstream Europe
v. Leaders of Asia
Ave Winner
Points
1999-2003
Ave Winner
Points
2004
Latin Bloc
82.4
74.9
(-9.1%)
Mainstream Europe
59.2
88.5
(+49.5%)
Leaders of Asia
46.3
66.3
(+43.2%)
Advertisers
The Most Awarded
Advertisers 2004
TV
Print
Total
6. Budweiser (6=)
7= Axe (+ Lynx) (6=)
Soken DVD Player (-)
26
13
18
5
-
26
18
18
9. Mini (4)
10. BMW (13=)
3
7
14
8
17
15
The Most Awarded
Advertisers 2004
TV
Print
Total
1. Volkswagen (1)
22
35
57
2. Sony (3)
32
19
51
3. Honda (-)
35
1
36
4. Adidas (-)
18
15
33
5. Nike (2)
18
13
31
The Most Awarded
Advertisers 1999-2004
Audi (6)
Budweiser (6)
Nike (6)
Sony (6)
Volkswagen (6)
Adidas (5)
Fox (5)
McDonalds (5)
Pepsi (5)
Axe (& Lynx) (4)
BMW (4)
Guinness (4)
Heineken (4)
Ikea (4)
Toyota (4)
Coca-Cola (3)
Levi’s (3)
Mercedes-Benz (3)
MTV (3)
The Economist (3)
FedEx (2)
Land Rover (2)
Mattel (2)
Miller (2)
Mini (2)
Virgin (2)
Production
Companies
The Most Awarded
Production Companies 2004
Pts
6. Hungry Man (New York, London, Los Angeles) (19=)
21
7. Biscuit Filmworks (Los Angeles) (19=)
14
8= Avion Films (Toronto) (15)
13
Czar (Brussels, Amsterdam) (16)
13
Stink (London) (-)
13
The Most Awarded
Production Companies 2004
Pts
1. Partizan (London, Los Angeles, Paris) (5=) 60
2. Gorgeous Enterprises (London) (5=)
3. @radical.media (London, LA, New York,
Paris, Sydney) (2)
38
36
4. Matching Studio (Bangkok) (13=)
33
5. Phenomena (Bangkok) (3)
22
Directors
The Most Awarded Directors
2004
Pts
1. Suthon Petchsuwan (Thailand) (9=)
33
2. Thanonchai Sornsrivichai (Thailand) (1=)
22
3= Antoine Bardou-Jacquet (France) (-)
21
Frank Budgen (Great Britain) (4)
21
Traktor (Sweden) (16=)
21
6. Martin Granger (Canada) (9=)
12
Print
Ads/Campaigns
The Most Awarded Print in
The World in 2004
1. Volkswagen Polo “Cops”
GB
2. Bisley Office Equipment - campaignGermany
3= Adidas Soccer “Vertical Football”
Sphere Action Figures – campaign
5. The Economist “Brain”
Japan
Singapore
Singapore
Agencies
The Most Awarded Agencies 2004
TV
Print
TOTAL
7. TBWA\Chiat\Day (San Francisco & LA) (9)
24
2
26
8. BBDO (Bangkok) (-)
17
4
21
12
8
20
19
1
20
19
-
19
18
-
18
7
11
18
9= Arnold Worldwide (Boston) (4)
DDB (Chicago, Dallas, New York, Seattle)
(35=)
11. TBWA\London (5=)
12= Euro RSCG Flagship (Bangkok) (44=)
Kolle Rebbe Werbeagentur (Hamburg) (-)
The Most Awarded Agencies 2004
TV
Print
TOTAL
12
24
36
3
35
3. Crispin Porter + Bogusky (Miami) (1)
9
24
33
4. DDB London (15=)
3
28
31
5. TBWA\Paris (2)
6
22
28
25
2
27
1. AlmapBBDO (Sao Paulo) (15=)
2. Wieden + Kennedy (London) (-)
6. Dentsu (Tokyo & Osaka) (7=)
32
Top 50 In The World
All Six Years In a Row
AlmapBBDO (Sao Paulo)
DDB (London)
AMV.BBDO (London)
Dentsu (Tokyo & Osaka)
Arnold Worldwide (Boston)
Fallon (Minneapolis & NY)
Bartle Bogle Hegarty (London)
Lowe (London)
DDB (Madrid & Barcelona)
The Most Awarded Agencies in North
America 1999 - 2004
99
00
01
02
03
04
TOTAL
1.
Wieden & Kennedy
32
45
7 40
41
14
179
2.
Arnold Worldwide
25
14
24 14
29
20
126
3.
Crispin Porter & Bogusky
4
14
13
9
50
33
123
4.
Fallon
18
43
11 10
18
10
110
5.
Cliff Freeman & Ptnrs.
49
15
25
8
1
5
103
6.
TBWA\Chiat\Day
8
6
17 22
23
26
102
7.
DDB (USA)
6
18
15 13
10
20
82
8.
Goodby Silverstein & Ptnrs.
20
15
21
2
13
7
78
9.
BBDO
7
5
8 19
11
9
59
10.
DDB (Canada)
7
9
8
7
13
11
55
11.
The Martin Agency
10
20
6
2
3
1
42
12.
Leo Burnett
2
6
3
6
9
15
41
Agency Networks
The Most Awarded Agency
Networks 2004
TV
Print
TOTAL
13. ARNOLD WORLDWIDE
18
11
29
14. PUBLICIS (17/15/15/14/14=)
20
6
26
15. YOUNG & RUBICAM (11/7/8/9/8)
13
11
24
16. BARTLE BOGLE HEGARTY
14
6
20
17. FALLON
10
8
18
7
8
15
18. FCB (12/13/13/12/9)
The Most Awarded Agency
Networks 2004
TV
6. LEO BURNETT (5/5/1/4=/6)
Print TOTAL
27
47
74
39
23
62
58
4
62
39
21
60
10. EURO RSCG (10/12/9/8/11)
42
6
48
11. McCANN-ERICKSON (9/9/11/11/14=)
26
14
40
12. DENTSU (14/10/10/10/10)
28
3
31
7= LOWE (6/6/7/6/5)
WIEDEN + KENNEDY
9. J. WALTER THOMPSON (7=/11/12/15/16)
The Most Awarded Agency
Networks 2004
TV
Print
TOTAL
1. DDB WORLDWIDE (4/3/3/2/1)
95
68
163
2. TBWA WORLDWIDE (2/4/5/4=/3)
94
65
159
3. BBDO WORLDWIDE (1/1/2/1/2)
73
82
155
4. OGILVY & MATHER (7=/8/6/7/7)
34
53
87
5. SAATCHI & SAATCHI (3/2/4/3/4)
41
37
78
The Gunn Report
2004
Thank you